The Influence of Perception of Personal Color on Makeup Behavior in Generation MZ

This study attempted to investigate the influence of perception personal color on makeup behavior against MZers in Gwangju and Jeollanam-do with a goal providing basic data for marketing strategies, results found followings: ‘Advice from Outsiders (β=.457, p<.001)’ ‘Direct Perception (β=.266, had positive effect ‘Pursuit Satisfaction’ statistical significance. In addition, (β=.307, revealed ‘Popularity-seeking Behavior’ Furthermore, (β=.171, p<.05)’ (β=.256, p<.01)’ showed ‘Sociality-seeking The above confirm that wearing can enhance self-confidence satisfaction create good impression interpersonal relationships.